People forget that whilst a lot of time is spent in “apps” these same “apps” are wrappers for the mobile web.
Facebook is a fancy browser, as are messengers. They rely on (mobile) web content to do anything. WeChat, Line, etc – all the same. Some browsers are even building social features in browsers (will be on mobile soon).
We’re definitely going through a phase of rebundling though. Will be interesting to see how bot mania drives that forward.